Posted by Danielle Gantos, Account Manager (Paid Search)
Google now allows AdWords advertisers a new campaign setting in which they can opt ads in/out of serving for searches done from mobile devices with full Internet browsers (like the iPhone). This setting gives advertisers the option to target mobile device searches separately from searches done from desktop and laptop computers. Before this feature was released in Jan 09, advertisers could not choose to target ads to searches done from desktops/laptops separately from searches done from mobile devices with full Internet browsers. Ads were automatically served on both.
This new option gives advertisers increased insight into the performance of campaigns across different platforms. It also allows advertisers to better test and target Mobile users.
Mobile Testing Process
Only two ads show on a mobile device, so pick keywords that are either (1) high-value keywords that have bids high enough to get them into top two positions or (2) keywords that have high ROI.
· Test this new option by building a separate campaign with duplicate keywords and set this campaign to serve ads only on iPhones and other mobile devices with full Internet browsers.
· Then choose to opt out of serving ads on mobile devices in the original, existing campaigns.
· Customize ad copy to recognize mobile users (ex: Shop Now from your Mobile Phone!). Ads opted into Google Mobile for devices with full Internet browsers do not need a specially configured site and are allowed full-length text ads.
· Collect data to understand potential volume of traffic, average CPCs and CTR, and conversion rates for consumers using mobile devices with full browsers, like the iPhone, a Blackberry, or the T-Mobile G1 with Android technology.
Mobile Optimization Process
Advertisers might use this to target mobile devices with full Internet browsers for specific campaigns in order to create uniform messaging across different media. For example, create keywords and copy in a campaign targeted only to mobile devices with full Internet browsers that corresponds to ads on buses, taxis, billboards, and other formats that searchers would see out of the home. Due to the small keyboard size of these mobile devices, keywords should be limited in the number of terms. Common misspellings that arise from keystroke errors would be an efficient way to capture searchers as well.